We went through the business, the leadership and the customers to find what Sabre could credibly own. And we made a move: take a giant of the industry pit it against the market leader as the challenger, on ground nobody in travel tech had taken. Customer success.

From that came everything. A new vision, mission and values. A verbal and visual identity with real edge. All led by a new strapline: Let's get going.

But a voice only counts if people can use it. So we trained 120 staff to write in it and built the guidelines that taught Sabre's AI to sound like Sabre too.

Launched at ITB Berlin 2026, Sabre's share price doubled on the announcement — the market finally seeing the company it had already become, and the start of a new era of growth.